Helio’s newest flagship store has been spotted in NYC’s uber-trendy Soho. I’ve been watching the progression of this storefront for the last few months and it wasn’t until about three weeks ago that the ‘shed’ came up. For quite some time it was just a normal storefront that had been covered from the inside with just a Helio sticker logo. I’ve poked my head through the cracks trying to get a grasp of how the store is coming along, but I haven’t had much luck. I see a lot of prep work going on, but nothing that resembles the hip and trendy flagship store in Santa Monica. Nevertheless, I’ll keep you all posted on the progress of the store because it’s right up the street from me and I walk by the monstrosity on a daily basis. If you’re in the area then check it out for yourself, the store is located north of Houston on Broadway between Best Buy and Urban Outfitters.